INNOVATING HOSPITALITY: TEN-YEAR COMPARATIVE ANALYSIS OF MARRIOTT, HILTON, HYATT, IHG, AND ACCOR’S U.S. MARKET STRATEGIES

Abstract

Over the past decade, the global hospitality industry has undergone transformative shifts driven by challenges and technological advances. This comparative analysis examines the top five lodging corporations [Marriott International, Hilton Worldwide, Hyatt Hotels Corporation, InterContinental Hotels Group (IHG), and Accor] focusing on their strategies and performance in the United States market. This study explores each firm’s brand strategy and vision, alignment with evolving customer preferences, sustainability initiatives, adoption of artificial intelligence (AI), machine learning (ML), and robotics, enhancement of loyalty programs, corporate leadership and governance approaches, safety and security measures, and responses to major disruptive events including the pandemic and the AI innovation wave. Through a scholarly lens, this study assesses strengths, weaknesses, opportunities, and threats (SWOT) for each company and distill comparative insights. The findings reveal that technology integration especially AI/robotics and strategy pivots were pivotal in weathering the pandemic downturn and seizing emerging market trends. Each hotel giant leveraged its brand portfolio and loyalty ecosystem to re-engage travelers, while accelerating digital transformation and sustainability programs. This analysis provides a comprehensive, academic perspective on how global hotel leaders have navigated a decade of disruption and positioned themselves for the future.